Challenger Brands need to go beyond disruption.
Andrew Watts
![Andrew Watts]()
Andrew Watts
Founding Partner, KHWS - Creativity that RESONATES. Marketing based on knowing how we buy. Creativity only works if it resonates with your consumers' buying behaviour.
Today's Challenger Brands cannot solely rely on a disruptive brand positioning - its about how they activate their positioning to their customers that really makes the difference.
At KHWS, we call this Brand Commerce by combining the best of brand marketing with the commercial awareness of sales marketing.
The article below by our planning department was published in The Guardian and demonstrates how our approach could benefit Challenger Brands.